What prevents most sales from ever closing is known as the “Certainty Gap.” The certainty gap represents the level of skepticism or doubt that the other party will deliver on their promises.
I recently had my roof replaced, costing just under $40,000. The process involved removing old shingles and installing new ones. The roofing company asked for half of the payment upfront, which amounted to nearly $20,000. This created a “Certainty Gap” for me, as paying such a large sum upfront seemed risky—what if the contractor took the money and disappeared?
However, the roofing company effectively closed this Certainty Gap. They sent over their project manager, who was formerly an insurance adjuster. He understood my concerns about dealing with the insurance company and reassured me by explaining the company’s unique approach. Their project managers, all former insurance adjusters, are skilled in navigating insurance issues, so I wouldn’t have to handle these hassles myself. This assurance alleviated my fears and made me comfortable proceeding with the company, knowing they had measures in place to ensure accountability and deliver on their promises.
When pitching a product or service, it’s crucial to bridge the certainty gap in the prospect’s mind by demonstrating a deep understanding of their industry or concerns and showcasing your domain knowledge and experience to deliver a reliable solution. The certainty gap refers to the difference between the prospect’s initial, often doubtful, confidence in the proposed solution and the level of assurance they need to feel comfortable making a decision or committing to your solution.
Bridging the Certainty Gap
The goal of any sales pitch is to move the prospect from their current level of certainty to a higher level where they feel confident enough to say “yes.” This involves not just presenting facts and figures but also addressing emotional and psychological factors that contribute to the prospect’s sense of certainty.
Moreover, sales and negotiation are all about the art of persuasion. However, nobody likes to feel manipulated, and most traditional sales techniques rely on tips and tricks to manipulate buyers. Buyers are often aware of these tactics and go shields up. To avoid this, Oren Klaff suggests “flipping the script.” Flipping the script means selling your product or service in a way that makes buyers feel they are making the decision on their own terms.
QUOTE: People don’t like to be sold, but they love to buy”
Jeffrey Gitomer
Bridging the certainty gap is best accomplished by making people believe your solution is actually their own, a process Oren calls “Inception.” Inception consists of planting an idea in the prospect’s mind so that they think buying what you are offering is their own decision. It’s about subtly guiding them toward the conclusion you want them to reach without telling them directly.
Achieving inception involves three key steps:
Creating status alignment to make the prospect listen.
Delivering a flash roll to showcase your expertise.
Addressing the three Ws to activate your prospect’s risk, reward, and fairness receptors.
Creating Status Alignment
Step one is to ensure that your prospect gives you their full attention and takes you seriously, in the same way as they would a partner or colleague. To obtain this, you will need to achieve “Status Alignment.”
To achieve status alignment, you should begin the process with a “Status Tipoff.” A status tipoff demonstrates to the other person that you understand them, can speak their language, and are part of their we group or what Dr. Robert B. Cialdini, widely regarded as the “Godfather of influence,” calls achieving Unity. Once you deliver your status tipoff, they will immediately become receptive to what you have to say.
Status Tipoff
A status tipoff message is a brief story or phrase that is known only to in-group members and instantly confirms your status as a member of that group. It’s a strategically placed remark that identifies you as an insider who can relate to your client’s concerns.
When it comes to business-to-business transactions, contrary to most sales advice, which recommends avoiding technobabble, the status tipoff should be filled with insider jargon to make the prospect feel like you know what’s going on and understand their industry.
A good business-to-business status tipoff involves three main elements:
Using Specific Industry Terminology: Demonstrating familiarity with industry-specific terminology shows that you are knowledgeable and part of the same professional community.
Describing a Recent Action You’ve Taken: Sharing recent and relevant actions you’ve undertaken in your field helps establish your credibility and current involvement in the industry.
Mentioning a Real Situation Everyone in the Industry Cares About: Referencing a well-known issue or event within the industry can build instant rapport and relevance with your audience.
For example, if you are pitching a software solution to a tech company, you might say something like:
“Last month, we completed a major integration project with one of the top fintech firms in Silicon Valley, ensuring their new API was fully compliant with the latest security protocols. Given the rapid advancements in cybersecurity threats and the increasing need for robust solutions, I think our recent experience can bring significant value to your current infrastructure upgrade plans.”
This message uses industry jargon (“API,” “security protocols”), describes a recent action, and mentions a significant industry concern (cybersecurity threats), effectively signaling your understanding and alignment with the client’s status and industry.
By incorporating these elements, you can create a status tipoff that positions you as an insider and an authority in your field, making it easier to build trust and credibility with your audience.
Your status tipoff needs to be tailored to your audience. For instance, complex sales require a different status tipoff message for each stakeholder or decision-maker.
Whether you are talking to the money guy who controls the budget, the purchasing guy who is the gatekeeper, or the engineer who has the technical requirements, you need to establish that you fit right into their world. Either way, a status tipoff works the same.
For example, if you were talking to the money guy who holds the purse strings for an upcoming project, you would want to demonstrate that you understand the company’s specific financial issues and industry challenges.
However, when selling in a business-to-consumer situation, the status tipoff needs to adapt the elements to communicate effectively with individual customers. A good business-to-business status tipoff involves three main elements:
Use Clear, Accessible Language: Instead of industry jargon, use clear and accessible language for consumers to understand, demonstrating that you are approachable and considerate of their perspective.
Sharing Relatable Experiences or Testimonials: Mention personal stories or customer testimonials highlighting your involvement and success in meeting consumer needs. This helps establish your credibility and shows your commitment to customer satisfaction.
Addressing Common Concerns or Trends: Discuss a common concern or a popular trend affecting the consumers directly. This shows that you are attentive to their interests and knowledgeable about the broader context that impacts their decisions.
By focusing on these elements, you can build trust and rapport with consumers, demonstrating that you are knowledgeable and dedicated to effectively serving their needs.
For example, if you offer adult day care services, you might say something like:
“I understand that finding the right care for your loved one is incredibly important. Many families share concerns about engagement and safety, which is why we’ve designed our adult daycare to feel both welcoming and secure. Just last month, we introduced new activities based on feedback from our clients, including art therapy and music sessions, which have been met with great enthusiasm. We also keep abreast of health guidelines to ensure the safety of our environment, especially in light of current health advisories, a priority that I know is on everyone’s mind. I’d love to discuss with you how we can tailor our services to the specific needs and interests of your family members.”
The message uses clear and accessible language (“welcoming,” “secure”) and shares relatable experiences (“introduced new activities,” “art therapy”), and common concerns (“health guidelines,” “safe environment”), effectively signaling your understanding and alignment with the client’s status and concerns.
However, achieving status alignment alone is not enough to make the deal happen.
Delivering a Flash Roll
While the status tipoff shows the prospect that you understand them and their industry or concerns, your flash roll aims to demonstrate your expertise and credibility in your industry to alleviate your buyer’s fears about doing business with you.
Here are the four elements of a flash roll:
Describe the Problem: Start by outlining a problem that your client is facing. This shows that you understand their situation and challenges.
Assess the Situation: Provide your assessment of the problem. This demonstrates your expertise and your ability to analyze complex situations.
Propose a Solution: Suggest a solution to the problem. This shows that you’re not just able to identify issues but also capable of solving them.
Discuss the Economics: Explain how long it would take to implement your solution and what the results would be. This gives your clients a clear idea of what they can expect if they decide to work with you.
Your flash roll should be delivered quickly and without emotion, almost as if it were second nature. You can script this portion of the deal and practice it until you’re comfortable saying it out loud.
For example, if you’re a cybersecurity consultant pitching to a company that’s been experiencing data breaches, your flash roll might sound something like this:
“I’ve noticed that your company has been experiencing a number of data breaches recently. Based on my assessment, these breaches seem to be due to outdated security protocols. I propose implementing a multi-layered security system that includes regular audits and updates. This solution could be implemented within three months and reduce your data breaches by up to 80%.”
The message describes the problem (“data breaches”), assesses the situation (“outdated security protocols”), proposes a solution (“implementing a multi-layered security system,” “regular audits and updates”), and discusses the economics (“within three months,” “reduce your data breaches by up to 80%”), effectively signaling your expertise and precise analysis of the client’s issues.
By delivering a flash roll effectively, you can establish yourself as a credible expert, reduce the certainty gap, and increase the likelihood of a successful sale.
The Three Ws
Once you’ve established your status alignment and experience via your flash roll, it’s time to address the prospect’s three Ws. You need to answer three questions in the buyer’s mind:
To address the “Why do I care” question, you will need to share impending risks or threats posed by inaction. For example, we automatically pay attention to the weather, so you will want to share that “winter is coming” to target the threat receptors in the prospect’s brain. The approaching doom can take your prospect by surprise because it moves too slowly for them to see it coming. Your job is to let them know what is coming that they can’t see and to shed light on the option of inaction.
Reward
To address the “What’s in it for me” question, you will need to share the rewards for taking action. Consumers are always looking for a huge reward for a small amount of effort. Since there is always a switching cost, prospects will not switch for a small reward. So, the reward has to be big enough to warrant switching. People move quickly toward large payouts that are easy to measure and value.
Fairness
To address the “Why you” question, you will need to demonstrate that your deal is fair by showing how you and your prospect each have a share of responsibility in the game. Point out that you have skin in the game and have something to lose if the deal goes bad to demonstrate your commitment to make the deal work.
For example, if you’re a dog trainer pitching a client about your training program, your three Ws might sound something like this:
“Choosing to train your dog is more than just teaching him good behavior—it’s essential for maintaining control and harmony at home. Without proper training, dogs can become dominant, causing stress for you and potentially leading to dangerous situations, like biting, that could result in serious legal consequences. My training programs are designed to avoid these risks and enhance your relationship with your dog, ensuring a safe and happy environment for everyone. I want you to know that I’m deeply invested in the success of each client because my reputation and business depend on your satisfaction and your dog’s improvement. We’re in this together—I succeed only when you and your dog do. Let’s ensure that your dog’s training puts you both on a path to a safer, more enjoyable life together.”
The message highlights risks (“dominant,” “causing stress,” “dangerous situations”), promises rewards (“maintaining control,” “enhance your relationship,” “safe and happy environment”), and assures a fair deal (“deeply invested,” “my reputation depends on your satisfaction,” “we’re in this together”), effectively signaling the comprehensive benefits and mutual commitment of the dog training program.
Effective selling strategies focus on overcoming the “Certainty Gap” — the skepticism clients feel about a vendor’s ability to deliver on promises. Successful sales strategies bridge this gap not just by presenting facts but also by addressing both logical and emotional factors.
This approach involves selling in a way that makes buyers feel they are making decisions independently. The technique consists of initially establishing a “Status Alignment” to capture the prospect’s attention. This is followed by delivering a “Flash Roll” to showcase your expertise. Finally, your pitch concludes with a response to the prospect’s concerns about risk, reward, and fairness, helping them realize the benefits and guiding them toward your solution on their own.
How Will You Close the Certainty Gap During Sales Transactions?
